Enhanced Campaigns Set Up and Strategy

This week James Svoboda (@Realicity) guest hosted with everyones favorite topic. The question set is titled “Enhanced Campaigns Set Up and Strategy.” The following is the transcribed Streamcap from the live chat:

Q1: How has your explanation of AdWords to clients and/or potential clients changed in lieu of Enhanced Campaigns (if at all)?

  • For clients with separate mobile campaigns, explained the change in strategy. For others, emphasized responsive design. – Mark Kennedy (@markkennedysem)
    • Yes, responsive design has now worked it’s way into PPC client conversations. – James Svoboda (@Realicity)
  • Explained what the difference is & ways to adjust to enhanced campaigns. – Christina Hall (@Chrissie_Hall85)
  • No more saying “you need to have a separate mobile campaign!” – Timothy Jensen (@timothyjjensen)
  • For current clients, an explanation of decreased mobile expectations, for potential clients, don’t see need to bring up yet. – Kirk Williams (@KECreate)
  • For the SMB clients, conversations have been to be more precise in budget allocation with new bid adjustments. – Nefer Lopez (@Nefer_L)
  • We’ve gone through with our clients to prep them for tablet targeting. – Gil Hong (@ghong_ssm)
    • That’s a good point, there is more a focus on not being able to control tablets so setting new expecatations there. – Heather Cooan
  • I don’t think I’ve changed my description at all unless there is discussion of device specific targeting. – Heather Cooan (@HeatherCooan)
  • No change for new or potential & existing have been hearing about EC for months & the specifics of what we’re doing for them. – Julie Bacchini (@NeptuneMoon)
  • Depending on their level of understanding, it’s something I save for later because of the complexity. – Elizabeth Marsten (@ebkendo)
  • Description really hasn’t changed at all. With those experienced people I do tell them of the changes as new limitations, if needed. – Michelle Morgan (@michellemsem)
  • In order to hit goals, it may be necessary to cut Display budget on Google since Tablets stink on Display. – Jeremy Brown (@JBGuru)
  • Apart from apologizing for increased costs (but not results) because of forced tablet targeting, you mean? – Theresa Zook (@I_Marketer)
  • It’s helped explain rising CPC’s and overall competition increase. – Nefer Lopez

Q2: Do you believe Enhanced Campaigns have had a positive or negative impact on your mobile strategies? Why?

  • Mobile strategies, not much impact honestly. Now tablets, that’s been a serious negative. – Michelle Morgan
  • Mix of both. Loss of budget control is not cool, but additonal fucntionality and features are. – Jeremy Brown
  • They’ve definitely had a negative impact on my tablet strats, I no longer has any! – Heather Cooan
  • I just set all mobile bids to -100%. That helped curb the enhanced campaigns migration. – Josiah Colt (@_kingjosiah_)
  • As for mobile…mobile only campaigns seem to have been hit too. Can’t get rid of desktop and tablet interferance 100%. – Heather Cooan
  • Negative. Obviously tablet bidding issues. But recently I’ve been noticing mobile CPAs rise, CRs drop as well. – Kirk Williams
    • As more campaigns get migrated (automatically) to Enhanced, competiton and CPCs rise. – James Svoboda
  • Negative. Not all ads, clicks and ad formats dislayed on different devices are same. Regardless what AdWords says. – James Svoboda
  • For those who were separating, negatvie. But for a small few it helped push their efforts to a mobile-focus. – Mark Kennedy
  • When I was doing local, fairly positive. For national, it’s been neutral to negative due to added transition time. – Gil Hong
  • Not sure yet about strategies, but have definitely shown lower traffic numbers, which will def impact strategy. – Julie Bacchini
  • Mobile preferred ads & call extensions are good for mobile strategy – would be stronger by segmenting only mobile. – Nefer Lopez

Q3: With new sitelinks features, what is your philosophy and thought process when creating sitelinks? Why?

  • Hasn’t changed much. Expanded are good on brand, but yet to see on a non-brand term. Anyone? – Jeremy Brown
  • The new sitelinks would be awesome for “big” clients. – Christina Hall
  • Still trying to cover as much real estate as possible and include the best CTA’s. – Mark Kennedy
  • Unless they’re a high profile client, site link real estate will be site link real estate (not as much optimization). – Gil Hong
  • Still trying to work through the bad UI for new Sitelinks. Almost un-manageable currently. – James Svoboda
    • Totally agree. Such an irritating set up. And the editor doesn’t always work. – Michelle Morgan
      • Editor only allows 1 instance of Sitelink Text per account. Keeps mapping new 1s with diff. LPs to older ones. – James Svoboda
  • Philosophy hasn’t changed much yet, still testing out new ad group level and details. – Heather Cooan
  • Definitely try to think of where ad group level will benefit. – Timothy Jensen
  • With sitelinks & call extensions, applying at the ad group level has been helpful for smaller clients to focus on driving CTR’s. – Nefer Lopez

Q4: When launching new campaigns, what are your “default” EC settings? Ex: do you automatically set a mobile bid multiplier of -40%?

  • I base it on prev bid levels, so probably from -50% to -100%. – Theresa Zook
  • Depends on past performance of the keywords on mobile and what those bids were set to. – Michelle Morgan
  • No, I set the multiplier based on mobile conversion history. Unless there is a new factor like a new mobile site or LP. – Mark Kennedy
  • Growth-focused clients get set up with some mobile bid modifiers on best campaigns. Cost-focused don’t. – Jeremy Brown
  • Depends on my experience with other campaigns in the account. If it’s completely new, I let it run & monitor closely. – Christina Hall
  • Usually at -100%. Optimizing desktop/tablet is a priority for the budget. – Gil Hong
  • If Display, -100% mobile. If Search, -75%. After time, experiment with adding mobile slowly to Display & Opt Search bids. – Kirk Williams
  • Base it on cost/conversion for clients that have done mobile in the past. – Nefer Lopez
    • Yep and -100% to start if not. – James Svoboda
      • I agree -100% if it’s not in the budget (which are most advertisers). – Nefer Lopez
  • Also factor in whether or not client has a responsive or mobile website. – James Svoboda
  • I automatically set mobile to -100% and test after the others are solid. ESPECIALLY on video campaigns & GDN. – Heather Cooan

Q5: Have Enhanced Campaigns helped you to save management time? Why or why not?

  • Nope. Give me more data to look at & I guarantee I’ll spend hours looking at it. – Theresa Zook
  • As of now, no. Actually created more with bugs and adjustments. – Mark Kennedy
  • So far they haven’t. Just because of adjusting bid multipliers, geo targeting etc. – Christina Hall
  • No, primarily because I’m required to monitor much more closely. Setup still isn’t supported by tools, etc. – Robert Brady
  • Nope, they’ve trippled work due to keeping device segmentation on BingAds & constant bid management. – Heather Cooan
  • No, they made Adwords more complicated. Though more reason for clients to seek outside help. – Jeremy Brown
  • The extra features & bid adjustment variables have created more work than Google’s happy rainbow explanation of EC’s. – Nefer Lopez
  • Nope, having to change how my brain calculates bids with “bid modifier” percentages is a pain. – Gil Hong

Q6: What is your strategy for optimizing location, schedule, and mobile multipliers?

  • Haven’t had time to explore them much. Still easier to break out separate campaigns for different locations for budget reasons. – Gil Hong
  • MHO is that bid modifiers are a poor substitute for targeted control. I’m mostly all-in or all-out (-100%). – James Svoboda
    • Me too. I don’t have time to go through every KW. Started with the top ones, but mostly -100% all over the place. – Jesse Semchuck (@jessesem)
  • I have a theory that I can save margins if I use geo multipliers based on AOV. Still developing. – Heather Cooan
  • Depends on client and goals. For certain clients, more important. For other clients, less important. – Jeremy Brown
  • Honestly, still trying to catch up with how EC is changing things. Haven’t deved hard strategy yet other than maintain margins. – Kirk Williams
  • I think the location bidding has potential, but need to test that out more. Not ready to use it full-time yet. – Mark Kennedy
    • Important note on location bidding: don’t forget to use US as a catch-all with lower bid. Like All Products group in PLA campaigns. 51 states won’t pick up all traffic. – Jeremy Brown
  • Short answer – Be as granular as possible to find opportunities that yield better cost/conv and allocate more budget to them. – Nefer Lopez

Q7: Overall, how have your accounts’ performance been affected by Enhanced Campaigns?

  • CPC rose. Management rose. Margins shrunk. Google stock rose. – James Svoboda
  • SMB accounts seemed to take less of a hit and are moving forward. Large Businesses/Corp seem to be affected more. Tho this possibly has to do with more compr mobile campaign strategies in large accounts & that got hit harder in EC mig. – Kirk Williams
  • Across the board CPA’s have gone up. Mostly due to tablet strategy loss and non-mobile friendly websites. – Heather Cooan
  • It’s a mix. Some better, some worse. In general, Tablets on Display are a joke. Still unhappy about Tablet control. – Jeremy Brown
  • CPA went up. It’s possible to claw back to the same CPA – just taking a lot of work. If you’re a small bus owner you’re screwed. – Jesse Semchuck
  • Maybe I’m alone, but I don’t think any of this was about G’s bottom line. – Theresa Zook
  • Yes, rev volumes came down and CPA went up on display campaigns for sure. – Heather Cooan
  • Many of the Enhanced features were things advertisers had been asking for. – Theresa Zook

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Participants

Check out the PPCChat Twitter list to see and connect with all current and prior participants.

Sponsor: Merk Kennedy (@markkennedysem)
• Matt Umbro (@Matt_Umbro)
• James Svoboda (@Realicity)
• Paul Kragthorpe (@PaulKragthorpe)
• Christina Hall (@Chrissie_Hall85)
• Elizabeth Marsten (@ebkendo)
• Gil Hong (@ghong_ssm)
• Heather Cooan (@HeatherCooan)
• Jeremy Brown (@JBGuru)
• Jesse Semchuck (@jessesem)
• Josiah Colt (@_kingjosiah_)
• Julie Bacchini (@NeptuneMoon)
• Kirk Williams (@KECreate)
• Michelle Morgan (@michellemsem)
• Nefer Lopez (@Nefer_L)
• Theresa Zook (@I_Marketer)
• Timothy Jensen (@timothyjjensen)
 

Streamcap Set Up and Strategist

This is a guest post by Paul Kragthorpe; WebRanking SEM Manager in Minneapolis, Minnesota, #PPCChat Streamcap Grabber, SEO Blog Author. Connect with me @PaulKragthorpe, and Google Plus.

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2 Responses to Enhanced Campaigns Set Up and Strategy

  1. […] Enhanced Campaigns Set Up and Strategy, PPC Chat Streamcap […]

  2. Jim says:

    After all that’s being said I think that Google made it easier for advertisers to advertise on Google.

    Pretty soon ppc managers might not be needed (in my opinion).

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